Modern Vietnamese · Los Angeles
Phorage
A modern approach to Vietnamese favorites.
Jesse’s involvement
Design, branding & operations
Phorage brought a modern approach to Vietnamese fast-casual dining, with premium ingredients and a focus on quality. Jesse helped shape the concept’s design, branding and operations.
01 / The story
The food
The menu brought a premium-ingredient approach to pho and banh mi, including Washugyu beef pho and Jidori chicken banh mi.
02 / The story
Jesse’s role
Jesse worked on design, branding and operations alongside chef Perry Cheung and partner Eric Cho.
A closer look
Phorage
Photographs from the restaurant’s own archive.
In the Spotlight
Read more about Phorage
Restaurant coverage
Phorage · Restaurant feature
Dinner Out at Phorage in Palms
FOX 11’s restaurant feature. Article link.
Read the story ↗Phorage · Opening feature
Phorage’s first bowls in Palms
The opening menu and founding partners.
Read the story ↗Phorage · Food feature
Phorage’s bánh mì
The restaurant appears in the paper’s bánh mì feature.
Read the story ↗Phorage · Event food coverage
Phorage in the 2015 Coachella food lineup
Historical coverage of the festival’s 2015 food lineup.
Read the story ↗Phorage · Second-location opening
ASAP Phorage opens in Playa del Rey
The second location and the Perry Cheung, Eric Cho and Jesse Duron partnership.
Read the story ↗Phorage · Restaurant review
A visit to the original Phorage
Michael Aushenker reviews the Palms restaurant and describes its opening team.
Read the story ↗Your next chapter
What’s next for
your restaurant?
A new idea, a planned opening or something that needs attention. Start with what matters to your restaurant.
Let’s talk about your restaurant